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Purpose: The present research aims to investigate the advertising effectiveness of Iran Public Libraries Foundation's reading projects in attracting users to the public libraries of Zanjan province from the viewpoint of their members.
Methodology: This is an applied and survey-descriptive research whose statistical population includes 33 users (i.e. patrons) who were members of public libraries of Zanjan province. The measurement tool includes a researcher-made questionnaire based upon the AIDA model. Data were analyzed using the SPSS 18 Software.
Findings: The results showed that a positive relation existed between the dimensions of attraction, interest, desire and action in AIDA model and the advertisements of the "National Plan of Neshast-e Ketabkhan (Reader's Meeting)". According to results of the performed tests, these advertisements were less effective in creating "interest" than other dimensions, and thus this dimension should be strengthened in order to make advertisements more effective and promote better this plan. In addition, the degree of effectiveness in the dimensions of "attention" and (arousing) "desire" were equal and the advertisements were most effective in the "action" dimension (i.e. changing behavior). For the users, the order of priority of setting up reading projects were as follows: First, the "National Plan of Neshast-e Ketabkhan (Reader's Meeting)"; second, the "Jashnvareha-ye Ketabkhani (Reading Festivals)" project; third, the "Pooyesh-e Ketabkhan (Reader's Campaign)" project; and fifth, the "Ketabkhan-e Takhassosi (Expert Reader)" project. Consequently, the advertisements of the "National Plan of Reader's Meeting" were effective in attracting users. The advertisements of this plan were also effective in all dimensions of the AIDA model. From the viewpoint of the patrons of Zanjan province's public libraries, the National plan of Reader's Meeting was helpful and suited the users' informational needs and also consistent with setting up the aforementioned projects in the province.
Originality/value: The effectiveness of advertisements in the field library and librarianship has been been less examined in the literature and thus this research aims to examine the advertising effectiveness of Iran Public Libraries Foundation's reading projects in attracting users to the public libraries of Zanjan province from the viewpoint of their members.
 

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Purpose: The present study aims to evaluate the role of advertising in attracting the users to subordinate libraries of Iran Public Libraries Foundation in Tehran, based on the AIDA model.
Methodology: This is an applied research in terms of the purpose and an analytical-survey study in terms of data collection method which is a branch of field studies. The research was conducted based on the Aida model and the statistical population of the study included the members of Iran Public Libraries Foundation in Tehran during the October 2015-October 2016 period. The total number of the public libraries members in Tehran during this period were 39085 of whom 379 people were selected as the research sample based on the Cochran formula. The sampling method was stratified random sampling and the public libraries members were according on to educational level of the members. The data were collected by using researcher-made questionnaires modelling Rabiee, Mohamadian and Baradaranejamili questionnaire (2011). The data were analyzed using SPSS software, version 24 on both descriptive and inferential levels of statistics.
Findings: The results showed that advertising in Public Libraries Foundation in Tehran has not been able to pass the AIDA model successfully, but it has been effective in lower than average level. In the AIDA four-level model, advertising in the interest level has been better than other levels and the action level has the lowest average (i.e. effectiveness). The results showed no significant difference between the component level of education and the role of advertising. The visibility of online advertising has also been more than any other media.
Originality/value: The value of this research lies in its showing the effect of advertisements run in Tehran's public libraries. Furthermore, one of the features of the present research is that it has applied for the first time the AIDA model for evaluating the role of advertising in Iran's public libraries.